Mission & purpose

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US consumers voted for stability over disruption, and that has implications for brands

Article • J. Walker Smith, WARC Exclusive, Spotlight US, January 2021

Despite polarization, people in the US voted against disruption in the recent presidential election.

It’s not just political: The cross-currents buffeting US consumers

Article • Victoria Sakal, WARC Exclusive, Spotlight US, January 2021

While there has been much emphasis, especially in the last year, on political divides, the differences in American society go deeper as perceptions and attitudes also vary depending on factors such as age and income – differences which have real implications for the role of corporations in society.

Polarization – why, for brands, it’s a good thing

Opinion • Kirstie Maryott, January 2021

Kirstie Maryott shares how polarization can be good for brands, arguing that the greatest enemy is indifference.

Trust, truth and sanctuary create a pathway for US brands in a polarized nation

Opinion • Cathy Taylor, January 2021

Navigating the polarized political landscape in the US is no easy feat, but WARC's Cathy Taylor offers some key themes in her introduction to a deep dive on how brands can meet these challenges.

Brands should have values, not politics

Article • Avin Narasimhan, WARC Exclusive, Spotlight US, January 2021

Brands should focus on values and not politics to avoid alienating potential customers.

The changing face of sustainability and what it means for brands part 1: Understanding consumer attitudes

Article • Brian Carruthers, WARC Exclusive, January 2021

Research by InSites Consulting has uncovered shifting consumer attitudes towards issues around sustainability.

World Animal Protection: Don't be fooled by a smile

Case Study • DMA (UK), Gold, 2020

World Animal Protection (WPA), an animal welfare organisation, set out to pressure travel industry giants to stop promoting dolphin entertainment with its campaign Don't Be Fooled by a Smile.

The changing face of sustainability and what it means for brands part 2: Decision frames, tackling barriers and branding

Article • Brian Carruthers, WARC Exclusive, January 2021

Advice from InSites Consulting on how brands can respond to changing consumer attitudes to issues around sustainability.

Renowned political strategist Mark Penn on why the US is actually moderate

Opinion • Cathy Taylor, January 2021

As part of our Spotlight US series on Marketing in a Polarized Nation, we talked to the person perhaps best positioned to translate the election’s outcome into what it means for brands – Mark Penn – who for decades has been one of the leading political pollsters and strategists. He has worked on campaigns for President Bill Clinton, Senator Hillary Clinton, and UK Prime Minister Tony Blair.

How can a brand ever belong in China?

News • 05 January 2021

Numerous international brands have come unstuck in the past couple of years with their messaging in China because they are failing to do their homework – and then they do it over again, says a leading creative.

The unsustainable tension of image making

News • 15 December 2020

2020 has shown that brands need to build their reputation through action, rather than the image they present; brand purpose is not a style exercise, says Jane Asscher – brand image must give way to brand substance.

Avoiding grocery greenwashing: how to activate sustainability effectively

Article • Callum Saunders, WARC Exclusive, December 2020

With sustainability more a concern to consumers, grocery brands need to avoid ‘greenwashing’.

Post COVID-19: A brand blueprint for the future

Research Paper • Rossana Dell’Isola, Veronica Mayne, ESOMAR Conference papers, Insights Festival, 2020

Beyond Research Italy, joined forces with insight agencies worldwide to develop global guidelines to empower brands in the post-COVID-19 age.

International heritage vs. China future: A cultural conundrum

Article • Greg Sutcliffe, WARC Exclusive, Spotlight China, December 2020

GPB’s Greg Sutcliffe argues that finding the right balance between celebrating an international brand’s heritage and safeguarding its future in China is a critical endeavour.

Local Relevance? Local Revolt! Why luxury brands need to do better and be braver

Article • Sen Lin, WARC Exclusive, Spotlight China, December 2020

Carat’s Sen Lin offer some cultural observations to unpack the complex case of the changing Chinese consumer.

The role of culture in a global crisis: Understanding how identities and values shape behaviour

Article • Radhecka Roy, Research on WARC, December 2020

The global coronavirus pandemic has disrupted life, livelihoods and health across countries and cultures.

Humanity is as important as agility in business resilience

Opinion • Richard Neish, December 2020

Crisis is a catalyst to change; today’s brand resilience was not born of face masks, doorstep-clapping and the rebirth of the QR code, but of a different crisis, explains Kin + Carta Connect ’s Richard Neish, introducing new research.

Purpose moves up marketers' agenda in volatile times

News • 10 December 2020

If marketers spent much of 2020 in crisis-response mode, next year should see them transforming their processes to prioritise speed, flexibility and impact while also rethinking longer term strategy, says WARC’s Marketer’s Toolkit.

Education should be the new brand focus

Opinion • Sam Mercer, December 2020

During the pandemic, digital-first living has been accommodated in many situations, but schools have had to overcome some of the greatest challenges. Sam Mercer makes the case for greater brand involvement in education.

The three current models of social influence, and how brands can use them

Article • Ana Andjelic, WARC Exclusive, December 2020

This paper incorporates concepts from The Business of Aspiration: How Social, Cultural and Environmental Capital Transforms Brands (Routledge, 2021).

Purpose-fuelled Shoppertainment: Lazada Philippines’s transformation from commerce to community

Article • Low Lai Chow, Event Reports, DigiCon Omni, October 2020

Lazada Philippines found its purpose in creating opportunities and social good during the pandemic.

Style over substance: How to avoid the biggest brand purpose pitfall in 2021

Article • Jane Asscher, WARC Exclusive, December 2020

Brand purpose has been a hot, and much debated, topic in marketing for several years and the COVID-19 pandemic has forced businesses to properly address their purpose.

Marketing post-COVID: Which trends are CMOs prioritising in 2021?

Opinion • Anna Hamill, December 2020

This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.

Standard Chartered: Art Gap

Case Study • Remie Abdo, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Multinational banking company Standard Chartered Bank used a social media approach backed by an art exhibition to raise awareness of the gender pay gap and the bank's commitment to gender equality in the United Arab Emirates.

Clear: Abtal El Shawarea' (The Stars on the Streets)

Case Study • Tahaab Rais, Yasmin Shehab, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2020

Shampoo brand Clear boosted brand favourability and awareness through a football-centred initiative in Egypt.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
What we know about brand purpose

Article • WARC Best Practice, March 2020

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.